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By Jimi Wikman
One of the biggest challenges when it comes to how to present your product on the product page is not how to actually show the product, it is how to sell it. I constantly see product pages with tons of bells and whistles. There are multiple product pictures or perhaps even a 3D model which is now getting more common. There are splashes for sales, discounts and campaigns. There are social media links and sharing capabilities. There are reviews, some better presented than others, and there are product attributes.
The thing that I rarely see is: the selling text. How many e-commerce sites have you visited and looked at a nice product only to be served som SEO optimised text that just spit out keywords and attributes? Imagine for a moment that you ventured into a store and you see that same product. You walk up to it and just as you do that a sales clerk come up to you and start to talk:
“ Stainless steel watch featuring textured dial border, contrasting chronograph subdials, and pebbled leather band with stitching.
Quartz movement with analog display. Protective mineral crystal dial window.
Features buckle closure, date window, stick hour markers, and blue second hand.
Water-resistant to 300 feet (100 M): suitable for snorkeling, as well as swimming, but not diving.”
I bet your first reaction would be to wonder why the sales clerk talk like that and then you would probably feel a bit uncomfortable because you would suspect that the person is a robot. No one talk like that, it’s simply not a very human like way to communicate. You probably already know that psychologically we tend to like things we can relate to, like people with similar taste in music, clothes or that look like us. Imagine if we instead write the text like if a real person would speak to us and see what happens:
“This beautiful stainless steel watch have a nice textured dial border and the armband is actually handmade in Verona, Italy, that’s why the stitching have that special look. It was designed by the famous artist named Bruno DiMalo who is famous for his attention to the finest details and for his glass sculptures that are featured in many fashion magazines in Italy. In this particular piece he added contrasting chronograph subdials and a protective crystal dial window.
The rumor has it that this watch was designed as a gift for a famous Italian actress and that is why the second hand is sapphire blue, just like her eyes, but also because of her love for the sea. Because of that love for the sea this fine watch can be used in water, but you should not dive too deep with it.”
Suddenly we weave a story around the watch and if I have done my research on my customers this text should attract the customer and s/he can probably picture the city of Verona or some other Italian city in the mind. We add a feeling of luxury by tossing in words like handmade and then connect it’s origin to a celebrity. All of a sudden the selling text sound more appealing, even if I did not put a lot of effort into it. A skilled copywriter can surely do much better than this and it does not have to take a lot of time to write.
So why not make a test, right now. Pick say 5 products that you are already measuring conversion for and re-write the selling text and weave a story around the product with the use of basic copywrite techniques. Match the story to fit your best selling usergroups and see what happen! If you do it right you should see a nice increase in conversion as you connect to your users, just by writing as a human and not as a robot.
If you do, please let me know how your experiment turned out!
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By Jimi Wikman
As I am leaving the current project, due to the fact that I am leaving for another company, other people are taking over my duties and I get less and less involvement in the work that I used to hold together as the spider in the web.
This is very difficult as I am used to be the one in the center of all things and now I am on the outside. The new team lead do things differently and the process of change always leave a residue of confusion and every fiber in my body just want to step in and "fix" things.
The thing is that there is nothing to "fix", it's just change and the fact that I no longer sit in the center of the project any more. The new team lead have things well under control and the project is doing just fine without me.
The realization that you really are not that important is both liberating an a bit sad. On one hand I am glad because it means that I have succeeded in making myself obsolete and the team no longer have need of my guidance. They work just fine without me following the processes and workflows we have built together.
On the other hand I feel a bit like a parent no longer being needed by their children and they move from home. Just in reverse as I am the one leaving. It's a bit sad to realize that you will no longer be the one they come for when they need help or the one they turn to for advice and comfort.
While this is a strange and sometime uncomfortable situation it is also a great opportunity to observe and learn from the new team lead and also to lift my gaze and look at things outside my part of the project. It's quite interesting and it's a very good learning experience, especially when you can pick up on body language. I see so many things now that I have not yet had time to observe before and it give me a wealth of new insights.
So I am in a position right now that feels a bit weird, mostly because I am not just leaving the project, but the company as well. It's also sad as I have to much time to think about how much I will miss my team and my co-workers when I leave.
Have you ever been in the same position and what did you learn from that?
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By Jimi Wikman
I have been meaning to write this for a while now and as my energy start to come back I feel it's time to express my admiration for the amazing Fjord Stockholm office and the people working there.
I have had the pleasure of working not just with Fjord, but also sit with them in their Stockholm office for close to a year. In that time I have observed and learned a lot from how Fjord build their culture within the office and how it affect their work.
A workplace can be many things and how it is structured and decorated have a great impact on how the people working there feel. Not just about themselves and the workplace, but also how the company itself are perceived. So if you want to know what kind of company you are dealing with you can just take a stroll through their office.
As you probably know Fjord is a part of Accenture and for me that made things very interesting because Accenture is very strict as a company. A strict environment almost never fit a creative mind and Fjord is a melting pot of creativity, so how does that work for Fjord?
Well, Fjord have solved this by taking the best parts of Accentures high standards for security and their values and built it as a core of their work. This core is then surrounded by a setting for creativity that is just amazing! Every where you go you will find places to sit or interact with.
It can be a swing next to a window, a huge teddy bear that you can actually curl up in its lap. A VR set in the coffee area and kitchens that make for perfect work areas or places to chat for a while. Everything is carefully selected to be stylish and playful, but also as ways to trigger your minds creative processes even more.
There are always things to look at with an odd shape, creations made from strange materials and you can find places to sit and work all over the place and not just around the working areas. In short it is amazing!
On top of this very creative scenery you have people. People that are friendly, curious and oh so full of creativity and talent from all over the world. These people combined with the decoration of the office create an atmosphere that is very difficult to describe, but if you are a creative designer you probably just call it heaven.
I will miss the Fjord Stockholm office, but I will do my best to make sure the Claremont office I am just starting to get to know will be equally great, if not even more so! It is a challenge, but one well worth to take on because the work place is where most of us spend a majority of our time throughout life, so it should be amazing!
The Fjord Stockholm office have managed to create just such a working environment that truly make it one of the best working places in the world for creative creationists.
Well done Fjord Stockholm!
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By Jimi Wikman
In the past 5 years I have been living my dream. I have been through a journey that far surpass all my dreams and I find myself in a position where I can look back with a happy smile and a heart filled with satisfaction. This is when I take the next step and try new things.
I started almost 5 years ago as a Neurowebdesigner and since then I have held positions as designer, tester, project manager and many more. I have worked with large and small companies and I have had the privilege to work with some of the best minds in the world. It's safe to say that I have been truly blessed being able to learn from such greatness.
As this summer begun I felt it was time for a change. For far to long have i restricted myself in terms of writing about my work, or rather the fields in which I do work as the work itself is mostly classified. I have my personal page where I so far have mixed personal topics with my professional topics. It has always bothered me a bit to not be able to have those separate and I have had a vision in my mind of what I want to do.
Now it's time to make reality of that.
In the past few days I have started to build the new website and after almost a week of tinkering I feel I am closing in on something that resemble what I want. It's a big site and the concept of building it around hubs of information and not in the standard blog-like fashion still feel a bit strange, but in a good way.
I build this new site on Wordpress of course with Buddypress and BBpress as the community base, but it's the concept of hubs that makes it really fun to work with.
I have divided the site into my areas of interest: Code, Design, E-commerce, Leadership, Quality, Security, Strategy and Tech. These will be the focal points of the site and then each area will be divided into additional hubs.
For example I have a hub under Code called Code IDE which list the different IDE's like Webstorm. This hub will act as a list, while the Webstorm Hub will be a full hub with ratings, news, videos and so on.
It's a bit abstract right now until I get things going, but I have the idea ready so now I just need to start adding content and fix the design.
This new project that I call omniconsultant.se is just the first change of many coming my way this fall. I have another great surprise to share in a few weeks, but i need to keep it under wraps a little longer due to a promise.
I will write here about the changes and if you feel like it, please follow me here or join me at omniconsultant.se. You can also follow Omniconsultant here on Linkedin and on Facebook of course.
So, until next time...have a great summer!
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By Jimi Wikman
In the last weeks I have been occupied with the final preparations for leaving my old company. It has been a bit sad and difficult at times, but now as the final date have been set and the practical things been put into place I feel pretty good.
It is strange how such a small thing as a date for my last working day in one company can be so important, while at the same time the first working day on another feel so distant. How my mind is unable to process one until the other has been clarified and decided.
Now that it is settled I can enjoy the last weeks with my co-workers and friends and look forward to the new and exciting times ahead.
The summer is slowly leaving room for autumn as the wheel of time continue to move. One thing must end for another to begin.
I lift my cup of coffee and smile as another leaf fall from the tree outside.
I am ready for another cycle.
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